Introductory slides to panel discussion with Dell and Evernote on social media, culture, change and success.

2. Social Success Requires Changing How Companies Think, Work and Talk The Thinker Photo taken by elkit and shared via Flickr under the Creative Commons Attribution-Noncommercial-Share Alike 2.0 Generic license Cubicles Photo taken by Giant Ginkgo and shared via Flickr under the Creative Commons Attribution-Noncommercial-Share Alike 2.0 Generic license The Conversation Photo taken by soylentgreen23 and shared via Flickr under the Creative Commons Attribution-Share Alike 2.0 Generic

3. Social Success Requires Changing How Companies Think, Work and Talk The Thinker Photo taken by elkit and shared via Flickr under the Creative Commons Attribution-Noncommercial-Share Alike 2.0 Generic license Cubicles Photo taken by Giant Ginkgo and shared via Flickr under the Creative Commons Attribution-Noncommercial-Share Alike 2.0 Generic license The Conversation Photo taken by soylentgreen23 and shared via Flickr under the Creative Commons Attribution-Share Alike 2.0 Generic xxxx ^Business

4. Social Success Requires Changing How Companies Think, Work and Talk The Thinker Photo taken by elkit and shared via Flickr under the Creative Commons Attribution-Noncommercial-Share Alike 2.0 Generic license Cubicles Photo taken by Giant Ginkgo and shared via Flickr under the Creative Commons Attribution-Noncommercial-Share Alike 2.0 Generic license The Conversation Photo taken by soylentgreen23 and shared via Flickr under the Creative Commons Attribution-Share Alike 2.0 Generic xxxx ^Business Just because you have the tools doesn’t mean you know what to do with them!

5. “ Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty

6. Business Success Requires Changing Your Corporate Culture John Hancock Tower, Boston Photo taken by yeowatzup and shared via Flickr under the Creative Commons Attribution 2.0 Generic license Star Trek The New And The Old Image created by jomama1152 and shared via Flickr under the Creative Commons Attribution-Noncommercial-No Derivative Works 2.0 Generic License

7. Business Success Requires Changing Your Corporate Culture John Hancock Tower, Boston Photo taken by yeowatzup and shared via Flickr under the Creative Commons Attribution 2.0 Generic license Star Trek The New And The Old Image created by jomama1152 and shared via Flickr under the Creative Commons Attribution-Noncommercial-No Derivative Works 2.0 Generic License You need to create a social organization

8. The Social Organization Fresh Ground, Inc. The Old Model Megaphone Flickr image uploaded by thivierr Shared under Creative Commons Attribution-Share Alike 2.0 Generic License The Earth Taken 7 December, 1972 Apollo 17 mission Courtesy: NASA

9. The Social Organization Fresh Ground, Inc. The Old Model Megaphone Flickr image uploaded by thivierr Shared under Creative Commons Attribution-Share Alike 2.0 Generic License The Earth Taken 7 December, 1972 Apollo 17 mission Courtesy: NASA (Happy Earth Day, by the way!)

10. The Social Organization Fresh Ground, Inc. The Reality

11. The Social Organization Fresh Ground, Inc. The Reality Fresh Ground, Inc.

12. The Social Organization Fresh Ground, Inc. The Reality Fresh Ground, Inc.

13. The Social Organization Fresh Ground, Inc. The Reality Fresh Ground, Inc.

14. The Social Organization Fresh Ground, Inc. The Reality Fresh Ground, Inc.

15. The Social Organization Fresh Ground, Inc. The Reality

16. The Social Organization Fresh Ground, Inc. The Reality Fresh Ground, Inc.

17. The Social Organization Fresh Ground, Inc. The Reality Fresh Ground, Inc.

18. The Social Organization Fresh Ground, Inc. The Reality Fresh Ground, Inc.

19. The Social Organization Fresh Ground, Inc. A New Model Ideate Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria) Shared under Creative Commons Attribution-No Derivative Works 2.0 Generic License Share Flickr image uploaded by Ed Yourdon Shared under Creative Commons Attribution-Share Alike 2.0 Generic License Listen Flickr image uploaded by andronicusmax Shared under Creative Commons Attribution 2.0 Generic License Change Flickr image uploaded by adam*b Shared under Creative Commons Attribution 2.0 Generic License

20. But Where to Start? Fresh Ground, Inc. Ideate Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria) Shared under Creative Commons Attribution-No Derivative Works 2.0 Generic License Share Flickr image uploaded by Ed Yourdon Shared under Creative Commons Attribution-Share Alike 2.0 Generic License Listen Flickr image uploaded by andronicusmax Shared under Creative Commons Attribution 2.0 Generic License Change Flickr image uploaded by adam*b Shared under Creative Commons Attribution 2.0 Generic License Anywhere and Everywhere: It’s Not Just About Marketing Anymore

21. Slides Seen ‘Round #ncf10

22. Risks and Rewards of Social

23. Cultural Change Management Process Before After Benefits Case Studies Sales One-to-one Many-to-many Sales is social networking Tibco, Zappos Product Innovation Constraint to a department Includes all employees, customers, prospects and detractors Reduce product failure rates (now at 80%) Cisco, Netflix Lead generation Interrupt-driven Become findable, be generally helpful in public conversation Leads that actually want to buy something EMC, Dell Customer Service Conducted by employees Conducted by employees and other customers Customers service as a revenue source instead of cost center SAP, Zappos Knowledge Management Top down process Federated and user-driven process KM that works, changes in work habits IBM Customer Communications Mostly between companies and customers Primarily among customers, detractors and prospects Reduced cost and increased effectiveness Best Buy, Dassault Systemes, Fiskars Talent Acquisition and Development Board, interrupt-driven and based on weak ties WOM Endorsed by the tribes people belong to Social context provides better matches Monster.com Employee Communications Mostly within silos Cross enterprise Increased serendipity, increased support IBM, FedEx, Cisco Market research Based on small groups and financial incentives Based on tribes and social contract Much more accurate market data and increased success Eli Lilly, Pfizer, IBM, Fiskars PR & Thought leadership Rolodex based and focused on traditional media Community/tribe based and focused on social media Much more amplification of the messages Microsoft, Intuit